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Lifecycle Marketing Summit
How to Innovate, Integrate, and Economize Across Your Messaging Channels
DAY 1 | WEDNESDAY, JUNE 7TH
Once A Nice To Have, Now A Must-Have: How One Brand is
Leveraging Omnichannel Lifecycle Marketing
10 – 10:45am PT | 1 – 1:45pm ET
The Most Important KPIs to Really Drive Your
Lifecycle Program
11 – 11:45am PT | 2 – 2:45pm ET
Lifecycle as an Engine to Power Other Channels:
A Panel Discussion
12 – 12:45 pm PT | 3 – 3:45pm ET
DAY 2 | WEDNESDAY, JUNE 14TH
Lifecycle and AI: Where We’re At and Where We’re Going
10 – 10:45am PT | 1 – 1:45pm ET
How to Keep Up Your Creative Testing After
Budget Cuts
11 – 11:45am PT | 2 – 2:45pm ET
Leveraging Your Tech Stack – Migration Execution:
Best Practices for Both
12 – 12:45 pm PT | 3 – 3:45pm ET
The Most Important
KPIs to Really Drive
Your Lifecycle
Program
Today’s Logistics
Kerry Mallett
Content Strategist
Recording & slides will be in your inbox
tomorrow
Download relevant resources
Join our chat and submit questions for live Q&A
Log back anytime with same link
Join our poll questions - including if you want to talk to
our teams after!
WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+
Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future
Our Speakers
KELLY HOSTER - VAN LENTE
Senior Manager, Lifecycle
Marketing
GEORGIA
GKOLFINOPOULOU
Marketing Strategist
Agenda
● The Landscape Has Changed – Let’s Dive
Into How
● So Where Do We Go From Here?
● Driving Customer Loyalty in the Post-MPP
● Q&A
7
Have Your Lifecycle KPIs Changed
Or Shifted In The Age Of Privacy?
● Yes, they have
● We are in the process of shifting our KPIs
● No, they have not
POLL
The Landscape Has
Changed
9
10
One Year Later: iOS 15’s Impact
MPP IMPACT ON INDUSTRY OPEN RATES
● Key findings in industry data have reported that,
as of October 1, 2022, open rates in the 11
months since the release are 93.6% higher than
during the same period the year before* due to
more users adapting to the MPP feature.
● Since the update, most brands have seen a
steady month over month shift in open rate.
Depending on your ESP’s methodology for
measurement, this often has resulted led to the
large jump in year over year metrics.
* Omnisend Report October 2022
11
Know Your ESP…
Includes anyone
who has
registered an
auto open ever
Total opens can include anyone
that has a true open + anyone
who registered a machine
open.
Excludes anyone who has
registered an auto open in
the last 7 days
Includes anyone
who has opened
via Apple Mail
Adjusted open
rates cannot be
used to filter lists Adjusted open rate
includes anyone with at
least one open event, but
excludes anyone with only
1 open event that is
attributed to a
pre-fetched image
Read rates may
be deflated due
to the pre-load of
images
Does not include multiple
opens or opens from users
who have images turned off,
but can include pre-fetched
and proxied email opens
So Where Do We Go From
Here?
12
Privacy Rules & Precautions
● Workflows needing open related action before sending a follow-up campaign
● A/B Testing Subject lines and choosing the winner only based on open-rates
● Creating segments based on opens to differentiate between engaged and
disengaged
● Unsubscribing customers with a history of low or no opens
A few things might be at risk due to Apple’s Privacy changes!
Other Metrics To Consider
● Click-Through Rate
● Unsubscribes
● Direct Replies/Responses - Purchase, form completion etc.
● Conversion Rate
● Spam/Bounce Rates
● Delivery Rate
● Revenue Per Campaign
There’s more to determine a successful campaign than just the Open Rate.
15
Clicks are even more
important
● Measuring success of the content
● Segmenting and targeting content
● Listening for consumer behavioral
cues
● Identifying inactive records
● Driving traffic and conversion
actions
16
Clicks As Predictor Of Success
KPI CLICKERS OPENERS
PURCHASERS
OR NEW <90
DAYS
REMAINING
Open Rate 47.09% 57.63% 43.54% 0.98%
Click Rate 1.31% 0.15% 0.47% 0.06%
Revenue/Delivered $0.0360 $0.0050 $0.0210 $0.0020
Sample data from Tinuiti client testing
PURCHASERS/
NEW <90 DAYS
CLICKED <120 DAYS
ALL ELSE
AUDIENCE
OPENED <90 DAYS
17
Clicks Can Be A Key Clue To Understand Consumer
Interests
● Click data can provide significant
insight into what a consumer is
interested in (or not interested
in).
● This provides an opportunity to:
○ Use this data for better
targeting content to the
consumer in the future
○ Unlock key insights into
what consumers are
interested in that might not
be apparent in other ways.
Screenshot
Cross-Channel Marketing
Less time spent on building
segmented emails
Increase in email list
75%
233%
The average industry open rate
2x
The women-led media brand expanded into new markets and grew their
email list from 30,000 to 100,000 in less than 12 months
Driving Customer Loyalty in
the Post-MPP
42%
35%
32%
49%
Current Consumer State
It’s Time to Truly Personalize Your Messaging
Frustrated that
messages don’t
recognize their
shopping or loyalty
history..
Annoyed by
irrelevant content
or offers
...or by messages
based on
information that
hadn’t shared
directly with the
brand
Frustrated that
messages don’t
reflect their wants
or needs
The Retail Customer Journey
“What do my
friends suggest?”
“I need a new
pair of shoes”
“Who offers
the best value
exchange”
“Earn points to redeem for
just answering questions”
“Able to create my
own, unique shoes”
“Opportunity to be part
of a community”
“A brand that goes beyond
the transaction”
“Redeem points for
exclusive experiences”
Need to
Purchase
Research
Options
Sign
up
Onboard
& Educate
Engage
& Reward
Transact
& Redeem
Repeat
Example Of How One of Marigold’s Retail Clients Collect Data Today
The Importance of Zero-Party Data
Observe behaviours
Desired change - transactional
v non transactional
Reveals Wants & Needs
What products are important?
Captures preferences
What and when?
Describes Audiences
Who are my customers / prospects?
Powers insights
Evaluation and optimisation
Drives Communications
Campaign planning
Informs targeting
Who we need to reach
Enables personalisation
What they need to hear
Screenshot
Screenshot
Create customer insights to further enhance
experiences
Inform the experiences with omni-channel
brand interactions
Create authentic, personalised experiences
Data Enrichment & Value Exchange
Build rich segments that activates the data
collected to deepen relationships
$5.6M
Sales
tracked to
the
campaign
100k
Zero-party
data records
collected
Nurturing 1:1 Relationships
Relationship
Building
Foster a continuous value exchange with the
customer
Engage with them at the right time
Unify loyalty and marketing
Know all that is knowable about the
customer
Screenshot
Personalized Experiences: Just-in Time Marketing
Just-in-Time Marketing provides the capability to:
● Listen and react to user signals on the web, online
store, and mobile app.
● Personalize the customer experience.
● Support online actions via messaging.
● Ensure the right incentives and offers are in place
for each user.
Implementing Just-in-Time Marketing has a significant positive
impact on:
● Customer engagement.
● Expanding opportunities to cross-sell and up-sell.
● Improving triggered interactions' effectiveness and
conversion rates.
39%
increase in conversion
rates after partnering with
Sailthru
35%
increase in average time
spent on-site for
Magnolia's email
subscribers
Loyalty & Retention
Grow Your
Database
Build Consumer
Profiles
Unify Your
Datasets
Segment &
Analyze
Cross-Channel
Engagement
Personalization
At Scale
Reward Loyalty
Foster
Advocacy
Loyalty
Member
Retained
Customer
Known
Customer
Unknown
Consumer
The Marigold Consumer Trends Index for 2023 revealed that:
● 59% of consumers are happy to pay more to purchase from their favored
brands.
● This number has risen 4% since 2022.
Building loyalty is about emotion and connection. To achieve this:
● Lean into recognizing each customer's actions, transactional or other.
● Determine how to incentivize your customers to take easy and trackable
actions.
● Offer value above and beyond the purchase.
● Use all of your data streams to understand customer behavior in-depth.
If you have built a profile on a customer that includes psychographic data:
● You should have the intelligence needed to make them your best friend.
● This is the state where loyalty kicks in and lifetime value is measurable.
Key Takeaways
1. Know Your ESP and the Measurement
Methodology
2. Be Aware of Potential Changes to Workflows
and Segmentation Strategy
3. Collect & Analyze Data That Matters
4. Personalize Your Messaging & Leverage
In-Time Marketing
5. Foster Loyalty and Brand Advocacy
Schedule Your
Consultation
with a Lifecycle
Expert
Q&A
KELLY HOSTER - VAN LENTE
Senior Manager, Lifecycle
Marketing
GEORGIA
GKOLFINOPOULOU
Marketing Strategist
30
The 2023 Privacy
Study
HOW US CONSUMERS REALLY FEEL ABOUT
ONLINE PRIVACY AND MARKETING IN 2023
ACCESS NOW
Thank you!
Lifecycle Marketing Summit
How to Innovate, Integrate, and Economize Across Your Messaging Channels
DAY 1 | WEDNESDAY, JUNE 7TH
Once A Nice To Have, Now A Must-Have: How One Brand is
Leveraging Omnichannel Lifecycle Marketing
10 – 10:45am PT | 1 – 1:45pm ET
The Most Important KPIs to Really Drive Your
Lifecycle Program
11 – 11:45am PT | 2 – 2:45pm ET
Lifecycle as an Engine to Power Other Channels:
A Panel Discussion
12 – 12:45 pm PT | 3 – 3:45pm ET
DAY 2 | WEDNESDAY, JUNE 14TH
Lifecycle and AI: Where We’re At and Where We’re Going
10 – 10:45am PT | 1 – 1:45pm ET
How to Keep Up Your Creative Testing After
Budget Cuts
11 – 11:45am PT | 2 – 2:45pm ET
Leveraging Your Tech Stack – Migration Execution:
Best Practices for Both
12 – 12:45 pm PT | 3 – 3:45pm ET

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The Most Important KPIs to Really Drive Your Lifecycle Program

  • 1. Lifecycle Marketing Summit How to Innovate, Integrate, and Economize Across Your Messaging Channels DAY 1 | WEDNESDAY, JUNE 7TH Once A Nice To Have, Now A Must-Have: How One Brand is Leveraging Omnichannel Lifecycle Marketing 10 – 10:45am PT | 1 – 1:45pm ET The Most Important KPIs to Really Drive Your Lifecycle Program 11 – 11:45am PT | 2 – 2:45pm ET Lifecycle as an Engine to Power Other Channels: A Panel Discussion 12 – 12:45 pm PT | 3 – 3:45pm ET DAY 2 | WEDNESDAY, JUNE 14TH Lifecycle and AI: Where We’re At and Where We’re Going 10 – 10:45am PT | 1 – 1:45pm ET How to Keep Up Your Creative Testing After Budget Cuts 11 – 11:45am PT | 2 – 2:45pm ET Leveraging Your Tech Stack – Migration Execution: Best Practices for Both 12 – 12:45 pm PT | 3 – 3:45pm ET
  • 2. The Most Important KPIs to Really Drive Your Lifecycle Program
  • 3. Today’s Logistics Kerry Mallett Content Strategist Recording & slides will be in your inbox tomorrow Download relevant resources Join our chat and submit questions for live Q&A Log back anytime with same link Join our poll questions - including if you want to talk to our teams after!
  • 4. WE’VE MASTERED THE MEDIA THAT MATTERS MOST Tinuiti is the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon. Employees Media managed Award-winning culture* $3B #1 1000+
  • 5. Some of Our Clients Our Recognition For commerce leaders of today and the future
  • 6. Our Speakers KELLY HOSTER - VAN LENTE Senior Manager, Lifecycle Marketing GEORGIA GKOLFINOPOULOU Marketing Strategist
  • 7. Agenda ● The Landscape Has Changed – Let’s Dive Into How ● So Where Do We Go From Here? ● Driving Customer Loyalty in the Post-MPP ● Q&A 7
  • 8. Have Your Lifecycle KPIs Changed Or Shifted In The Age Of Privacy? ● Yes, they have ● We are in the process of shifting our KPIs ● No, they have not POLL
  • 10. 10 One Year Later: iOS 15’s Impact MPP IMPACT ON INDUSTRY OPEN RATES ● Key findings in industry data have reported that, as of October 1, 2022, open rates in the 11 months since the release are 93.6% higher than during the same period the year before* due to more users adapting to the MPP feature. ● Since the update, most brands have seen a steady month over month shift in open rate. Depending on your ESP’s methodology for measurement, this often has resulted led to the large jump in year over year metrics. * Omnisend Report October 2022
  • 11. 11 Know Your ESP… Includes anyone who has registered an auto open ever Total opens can include anyone that has a true open + anyone who registered a machine open. Excludes anyone who has registered an auto open in the last 7 days Includes anyone who has opened via Apple Mail Adjusted open rates cannot be used to filter lists Adjusted open rate includes anyone with at least one open event, but excludes anyone with only 1 open event that is attributed to a pre-fetched image Read rates may be deflated due to the pre-load of images Does not include multiple opens or opens from users who have images turned off, but can include pre-fetched and proxied email opens
  • 12. So Where Do We Go From Here? 12
  • 13. Privacy Rules & Precautions ● Workflows needing open related action before sending a follow-up campaign ● A/B Testing Subject lines and choosing the winner only based on open-rates ● Creating segments based on opens to differentiate between engaged and disengaged ● Unsubscribing customers with a history of low or no opens A few things might be at risk due to Apple’s Privacy changes!
  • 14. Other Metrics To Consider ● Click-Through Rate ● Unsubscribes ● Direct Replies/Responses - Purchase, form completion etc. ● Conversion Rate ● Spam/Bounce Rates ● Delivery Rate ● Revenue Per Campaign There’s more to determine a successful campaign than just the Open Rate.
  • 15. 15 Clicks are even more important ● Measuring success of the content ● Segmenting and targeting content ● Listening for consumer behavioral cues ● Identifying inactive records ● Driving traffic and conversion actions
  • 16. 16 Clicks As Predictor Of Success KPI CLICKERS OPENERS PURCHASERS OR NEW <90 DAYS REMAINING Open Rate 47.09% 57.63% 43.54% 0.98% Click Rate 1.31% 0.15% 0.47% 0.06% Revenue/Delivered $0.0360 $0.0050 $0.0210 $0.0020 Sample data from Tinuiti client testing PURCHASERS/ NEW <90 DAYS CLICKED <120 DAYS ALL ELSE AUDIENCE OPENED <90 DAYS
  • 17. 17 Clicks Can Be A Key Clue To Understand Consumer Interests ● Click data can provide significant insight into what a consumer is interested in (or not interested in). ● This provides an opportunity to: ○ Use this data for better targeting content to the consumer in the future ○ Unlock key insights into what consumers are interested in that might not be apparent in other ways.
  • 18. Screenshot Cross-Channel Marketing Less time spent on building segmented emails Increase in email list 75% 233% The average industry open rate 2x The women-led media brand expanded into new markets and grew their email list from 30,000 to 100,000 in less than 12 months
  • 19. Driving Customer Loyalty in the Post-MPP
  • 20. 42% 35% 32% 49% Current Consumer State It’s Time to Truly Personalize Your Messaging Frustrated that messages don’t recognize their shopping or loyalty history.. Annoyed by irrelevant content or offers ...or by messages based on information that hadn’t shared directly with the brand Frustrated that messages don’t reflect their wants or needs
  • 21. The Retail Customer Journey “What do my friends suggest?” “I need a new pair of shoes” “Who offers the best value exchange” “Earn points to redeem for just answering questions” “Able to create my own, unique shoes” “Opportunity to be part of a community” “A brand that goes beyond the transaction” “Redeem points for exclusive experiences” Need to Purchase Research Options Sign up Onboard & Educate Engage & Reward Transact & Redeem Repeat Example Of How One of Marigold’s Retail Clients Collect Data Today
  • 22. The Importance of Zero-Party Data Observe behaviours Desired change - transactional v non transactional Reveals Wants & Needs What products are important? Captures preferences What and when? Describes Audiences Who are my customers / prospects? Powers insights Evaluation and optimisation Drives Communications Campaign planning Informs targeting Who we need to reach Enables personalisation What they need to hear
  • 23. Screenshot Screenshot Create customer insights to further enhance experiences Inform the experiences with omni-channel brand interactions Create authentic, personalised experiences Data Enrichment & Value Exchange Build rich segments that activates the data collected to deepen relationships $5.6M Sales tracked to the campaign 100k Zero-party data records collected
  • 24. Nurturing 1:1 Relationships Relationship Building Foster a continuous value exchange with the customer Engage with them at the right time Unify loyalty and marketing Know all that is knowable about the customer
  • 25. Screenshot Personalized Experiences: Just-in Time Marketing Just-in-Time Marketing provides the capability to: ● Listen and react to user signals on the web, online store, and mobile app. ● Personalize the customer experience. ● Support online actions via messaging. ● Ensure the right incentives and offers are in place for each user. Implementing Just-in-Time Marketing has a significant positive impact on: ● Customer engagement. ● Expanding opportunities to cross-sell and up-sell. ● Improving triggered interactions' effectiveness and conversion rates. 39% increase in conversion rates after partnering with Sailthru 35% increase in average time spent on-site for Magnolia's email subscribers
  • 26. Loyalty & Retention Grow Your Database Build Consumer Profiles Unify Your Datasets Segment & Analyze Cross-Channel Engagement Personalization At Scale Reward Loyalty Foster Advocacy Loyalty Member Retained Customer Known Customer Unknown Consumer The Marigold Consumer Trends Index for 2023 revealed that: ● 59% of consumers are happy to pay more to purchase from their favored brands. ● This number has risen 4% since 2022. Building loyalty is about emotion and connection. To achieve this: ● Lean into recognizing each customer's actions, transactional or other. ● Determine how to incentivize your customers to take easy and trackable actions. ● Offer value above and beyond the purchase. ● Use all of your data streams to understand customer behavior in-depth. If you have built a profile on a customer that includes psychographic data: ● You should have the intelligence needed to make them your best friend. ● This is the state where loyalty kicks in and lifetime value is measurable.
  • 27. Key Takeaways 1. Know Your ESP and the Measurement Methodology 2. Be Aware of Potential Changes to Workflows and Segmentation Strategy 3. Collect & Analyze Data That Matters 4. Personalize Your Messaging & Leverage In-Time Marketing 5. Foster Loyalty and Brand Advocacy
  • 29. Q&A KELLY HOSTER - VAN LENTE Senior Manager, Lifecycle Marketing GEORGIA GKOLFINOPOULOU Marketing Strategist
  • 30. 30 The 2023 Privacy Study HOW US CONSUMERS REALLY FEEL ABOUT ONLINE PRIVACY AND MARKETING IN 2023 ACCESS NOW
  • 32. Lifecycle Marketing Summit How to Innovate, Integrate, and Economize Across Your Messaging Channels DAY 1 | WEDNESDAY, JUNE 7TH Once A Nice To Have, Now A Must-Have: How One Brand is Leveraging Omnichannel Lifecycle Marketing 10 – 10:45am PT | 1 – 1:45pm ET The Most Important KPIs to Really Drive Your Lifecycle Program 11 – 11:45am PT | 2 – 2:45pm ET Lifecycle as an Engine to Power Other Channels: A Panel Discussion 12 – 12:45 pm PT | 3 – 3:45pm ET DAY 2 | WEDNESDAY, JUNE 14TH Lifecycle and AI: Where We’re At and Where We’re Going 10 – 10:45am PT | 1 – 1:45pm ET How to Keep Up Your Creative Testing After Budget Cuts 11 – 11:45am PT | 2 – 2:45pm ET Leveraging Your Tech Stack – Migration Execution: Best Practices for Both 12 – 12:45 pm PT | 3 – 3:45pm ET